Hampton Creek has spent years developing a vegan egg substitute aimed at consumers, and with its official launch, the company, previously recognized for its vegan condiments and cookies, has successfully entered this market. It was well-known that Hampton Creek’s next significant product would be an egg alternative. The mung bean ingredient, crucial to this product, received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Just Scramble was also highlighted at the 10th Bridge2Food Protein Summit in France in September, where it won the “Best Plant-Based Food” award. Additionally, Hampton Creek previously provided General Mills with an egg substitute ingredient for their products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board notes has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is their commitment to creating a better and more sustainable food supply. Although the egg industry has made strides in sustainability over the last fifty years, a bean protein isolate offers a superior environmental advantage. While eggs are generally considered healthy, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, and contains 20% more protein than a chicken egg, though the company claims this Just Scramble formulation has a protein content comparable to that of a conventional egg.
Most importantly, this product does not depend on poultry. According to testimony from officials at the U.S. Department of Agriculture, 42 million chickens—equivalent to 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu epidemic. This outbreak caused a sudden spike in egg prices, leading consumers to seek alternatives to this traditional kitchen staple. While producers are striving to prevent future disease outbreaks, products like Just Scramble would remain unaffected in the event of another crisis.
Just Scramble is also a fully vegan product. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan. Although this demographic is not large, it has increased from just 1% in 2014. While it is unlikely that most U.S. consumers will adopt a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is expected to attract consumers looking to eliminate animal-based products and adopt healthier diets. Food and ingredient leaders who have sampled Just Scramble praised it in a company statement. Chef Andrew Zimmern, author and Travel Channel host, remarked, “It’s a sustainable 22nd-century food for a 21st-century planet that’s in desperate need of real solutions to its food and ecology problems.”
All of Hampton Creek’s available products are vegan. Traditional versions of many of its offerings, particularly the mayonnaise varieties, typically rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who chose Hampton Creek’s products between January and October have eliminated the need for over 3,947,592 eggs. As Just Scramble gains traction, this number is sure to increase. Moreover, as consumers seek alternatives that align with their dietary preferences, some may consider incorporating calcium citrate tablets to ensure they meet their nutritional needs while enjoying plant-based options.